Founder Britanny Hugoboom sets a lofty goal of reaching a million users in the next 12 months
By Doreen Hemlock
During a menstrual cycle, a women’s hormone and energy levels shift. So, why should her exercise regime and diet stay the same every day?
That’s the idea behind Miami-based 28, a femtech platform that offers daily exercise videos, nutrition tips and emotional insights to women based on the stage of their menstrual cycle. The basic information is free, but the company hopes to get revenues later by selling premium subscriptions and possibly products, such as clothing.
Former model Britanny Hugoboom [pictured above] and her techie husband Gabriel came up with the idea for 28 some years ago, but during the Covid-19 pandemic, sought a home for their venture and themselves. They’d been living in Los Angeles and spending time in New York, but opted to set up in Miami, because it was “friendlier to business and ranks as the happiest big city in America for a reason,” says Hugoboom.
So far, the duo has raised $3.2 million for the platform, thanks to what they call the “magic of living in Miami.” A friend had introduced them in Miami to PayPal co-founder and noted investor Peter Thiel, who led the seed round. Hugoboom says such introductions are less common in Los Angeles, where competition is stiffer and folks more private.
“In Miami, people want to help out more. It’s a friendlier culture,” says Hugoboom.
Today, 28 operates with five full-time employees and 20-plus contractors, and it’s looking to hire another half-dozen staffers – most in the Miami area, says Hugoboom. She aims for the venture to reach 1 million users in the next 12 months and then, seek Series A funding to scale up.
Here’s how the platform works: A woman logs into the site or the app, available on iOS and Android. She enters data on her cycle, including the first day of her last period. If she’s pregnant or no longer menstruates, she can tap into the phase of the lunar cycle. Then, 28 offers a series of daily workout videos, usually 20 to 30 minutes each, plus nutritional tips and emotional insights based on that phase of the cycle that day, Hugoboom says.
During menstruation, when women typically are less energetic, the videos may include stretch-based exercises and suggestions for lots of iron and magnesium. During ovulation, when women tend to be most energetic, 28 might instead suggest shadow-boxing and more water-based foods such as pineapples and melon, she says.
“We want to empower women with information and tools to radically improve their hormone health,” says Hugoboom, 30.
The concept comes partly from Hugoboom’s own experience. As a model, the longtime Californian used to work out hard daily. Yet she found that routine was less effective some days than others because of her menstrual cycle.
Now, she’s targeting the platform to younger women like herself, mainly those ages 18 to 32. She aims to reach those women mainly through social media, where she’s active. She already has 300,000+ followers on TikTok and has mobilized fellow TikTokers to promote 28.
Of course, the venture raises questions. Hugoboom says some users have asked how 28 will use the information about their menstrual cycle. “We’re not selling anyone’s data” and won’t provide it to governments or investors, she says. Other users wonder if their exercise routine will be interrupted by ads. “We’re not planning on advertisements,” she explains.
In announcing their launch, 28 included welcoming remarks from Miami Mayor Francis Suarez, a proponent of tech, capital and cryptocurrency for the area.
“28’s mission aligns perfectly with the Miami Movement, as they are tapping into the power of technology to empower women and lead them towards healthier and happier lives,” says Suarez. “I am looking forward to seeing 28 grow into a leading femtech company — doing so from the Magic City.”
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